NYC Deal 99 Cent Store: A Bold and Striking Brand Identity

Rebranding a New York City Icon

Chi Hao Chang, the mastermind behind this rebranding project, recognized the need to convey the unique selling point of the NYC Deal 99 Cent Store in a visually compelling way. By observing how customers interacted with price tags, Chang was inspired to create a logo that encapsulated the movement of a dangling price tag. This design not only informs customers about the price but also invites them to explore the store's offerings on their own.

The logo's distinctive feature is its ability to stimulate customers' basic urge to grab hold of the moving price tag. The design captures this inviting movement, making it impossible for pedestrians to resist taking a closer look. The simplicity of the logo ensures that the main attraction of the store - the 99 cent price - is conveyed clearly and effectively.

The rebranding project faced its fair share of challenges. Chang had to strike a balance between creating a new and unique logo while maintaining the store's original identity. The designer spent considerable effort ensuring that the logo stood out from the competition while still being recognizable to customers familiar with the store. The result is a design that is both fresh and familiar, capturing the attention of passersby while retaining the essence of the NYC Deal 99 Cent Store.

Technically, the logo will be used across various platforms and materials, allowing for flexibility in its application. Digital laser printing will be used for packages and stationery, while screen printing will be employed for fabrics, ensuring durability and longevity.

The NYC Deal 99 Cent Store rebranding project was completed between November 2018 and April 2019 at the School of Visual Arts in New York City. Through extensive research, including competitor analysis and user research, the designer identified the importance of branding in capturing the attention of customers in this value-focused market. The logo, with its dangling movement and clear statement of 99 cents, was the perfect solution to convey the store's unique selling proposition.

This exceptional design has been recognized with the prestigious Bronze A' Design Award in 2020. This award celebrates designs that exhibit outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. The NYC Deal 99 Cent Store logo exemplifies these qualities, contributing to an improved quality of life and making the world a better place.